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Healthcare Marketing Advisor, April 2008

Inside:

Fundraising, marketing, and the privacy rule 

What can healthcare marketers learn from other industries?

A Marketer's Guide to Brand Strategy: Three branding myths

Emerging market opportunity: Musculoskeletal services

Teamwork helps build relationships with physicians

A positive spin helps improve communication, satisfaction


Privacy

Fundraising, marketing, and the privacy rule 

Understand what you can and cannot do to comply with HIPAA

Many healthcare marketers are confused about HIPAA's rules regarding fundraising and other marketing efforts. And although patient authorization is not necessary when using protected health information (PHI) for treatment, payment, or healthcare operations, it is usually a requirement for other purposes-especially marketing. Enforcement has been lax, but providers who engage in fundraising activities or market services and programs directly to patients must thoroughly understand the rules nonetheless.

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